User Acquisition
4399 Grows Legend of Mushroom by 32.73% with Playtime
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User Acquisition
New Traffic & 2× Uplift in Session Durations for TapNation
PUBLISHER
TapNation
APP
Giant Rush, Color Water Sort
HEADQUARTERS
Paris, France
REGION
Europe
Highlights
150%
uplift in app installs in US
2×
increase in session durations
50%
higher retention metrics than core networks
Background
Hypercasual games publisher TapNation was founded back in 2019 in the French capital of Paris. With 500 million downloads, 40 million MAUs, and a portfolio of over 20 hit games released worldwide, the publisher has recently also set up TapNation Labs, its own in-house studio.
Challenge
After the iOS privacy changes, TapNation witnessed the competition's shift toward the Android market. Rising demand for inventory drove CPIs up. TapNation found its monetization was stagnating due to the hypercompetitive landscape, which was putting strain on its UA efforts and budgets.
Solution
The company found RiverAds's Playtime while searching for new traffic. TapNation saw lots of opportunity to diversify its UA channels and reach new traffic with Playtime's unique time- and event-based rewarded model and its global network boasting exclusive inventory.
Impact
Playtime's traffic now gives TapNation almost 50% higher retention metrics than the other core networks. Day 1 retention climbed by 10% and reached 30%. The quality of users meant overall session durations were longer, reaching 11 to 12 minutes, up from five to six minutes. The publisher could hit its ROI goal considerably faster - from up to 2 weeks to just 2 to 3 days with Playtime.
Looking Forward
TapNation wants to add Playtime to more of its games and to increase its ad spend at least by 5× in the coming months. The publisher also plans to diversify its offering and focus on hybrid games.
Playtime's traffic gives TapNation almost 50% higher retention metrics than other core networks 50% higher
"Playtime has delivered us strong results. That's why it was a no-brainer to jump on board and begin testing RiverAds's latest video platform when we found out it was expanding its offering to include video inventory."
Jatin Mittal
UA Lead at TapNation
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